Merchandisers’ Performance and Supply Chain Competitiveness in Apparel Export Units

Abstract

Purpose: The purpose of this research is to explore the various attributes of merchandisers' performance at organisation level and parameters of supply chain competitiveness that affect the apparel industry. Design/methodology/approach: The study has focussed on apparel export companies located in NCR of Delhi. The primary data has been collected through structured questionnaire. The areas covered in questionnaire encompassed aspects of merchandisers' job responsibilities and apparel supply chain competitiveness factors as relevant to apparel industry. Findings: Organisation and Communication skills, knowledge of apparel manufacturing and quality assurance, knowledge of dynamic product costing have a strong association with supply chain competitiveness parameters of product quality, product delivery and retail pricing. Training of merchandisers in the areas which affect supply chain competitiveness of apparel export units is of key importance. Research Limitations/implications: The recommendations have been made for apparel export companies as well as for individual merchandisers. The recommendations primarily include education and training of merchandisers, standardising documentation requirements in the company and having a Standard Operation Procedure (SOP), strengthening of Information and Communication Technology (ICT) and apparel manufacturing systems, performance appraisal with respect to Key Result Areas (KRAs) and training by buyers. The paper opens up scope for apparel industry and organisation specific studies. Originality/value: Identification of merchandiser performance and supply chain competitiveness parameters in apparel industry is based on extensive literature survey supplemented by companies' direct primary responses through a structured questionnaire, which were associated through correlation analysis. Keywords- Merchandiser, Supply Chain Competitiveness, Skill, Merchandisers' Performance